Marketing Foundations

with Marta Dapena-Baron

Category Definition Tool

The Benefits Competitors Relative Fit Return on
Category with Your Investment
Name Brand
Strategy

Broader Write down 1. Now list the most likely Rate each of the Estimate
(customer all the benefits options in customers’ categories by the business
benefit) customers consideration set their fit with key opportunity you
would expect under each alternative elements of your could achieve in
upon hearing definition. brand or company the category in
the category strategy. dollars or number
name. 2. of customers.
Estimate
3. the required
investment.

Narrow 1.
(product)
2.

3.

Marketing Foundations with Marta Dapena-Baron 1 of 1